Describe the challenges and key objectives
Instead of creating a campaign for young people, we invented a completely new health insurance that is especially tailored to the taste and the needs of a young target group and speaks their language: The KRANKE KASSE. Its motto 'Not sick at all can’t be healthy either' was to be reflected in all media and communication means. Self-evidently also in the corporate design. It was to stand out against the boring, uniform design of conventional health insurances and meet the taste of a young target group.

Describe the brief from the client
In Germany, it is obligatory for every citizen to be insured by a health insurance. Many insurances, however, are now out-dated and suffer from a lack of young members. Just like the CITY BKK. Our objective was to win new young members for the CITY BKK.

Describe how you arrived at the final design
Following the motto 'Not sick at all can’t be healthy either' an own visual language was developed for the new brand, which was to characterise all communication means. The core is a whole arsenal of odd, likeably illustrated characters who pop up in all media and shape the image of the KRANKE KASSE. Be it as animated helpers on the website or on the office equipment, the especially designed member cards, the flyers and and and…

Give some indication of how successful the outcome was in the market
The individual and courageous, visual appearance has caused quite a stir within the target group as well as in the health insurance sector. For months, the KRANKE KASSE was the subject matter of numerous blog, online and print articles.
The visual appearance, which is rather unusual for a health insurance, considerably contributed to the success of the KRANKE KASSE. The KRANKE KASSE accounts for more than 50% of the new registrations for the parent brand CITY BKK.